The Evolving Landscape Of Sustainable Travel Tech: Challenges And Solutions

A technology entrepreneur with a strong sales background and a keen interest in business strategy, he is the CEO and founder of Voyagu .

The tourism industry has been under fire for years, with social and environmental advocates concerned about overcrowded destinations, rising costs of living and carbon emissions.

Despite the obstacles, travel companies are working hard to implement new policies to adapt to the fact that travelers' priorities have changed dramatically, according to the Booking 2023 Sustainable Tourism Report. Today, 80% of them value the opportunity to travel environmentally. This shift is driven by a variety of factors, including the desire to reduce carbon emissions, stimulate the local economy, and provide deeper cultural experiences.

Travelers also have more options. With the help of artificial intelligence, travel agents can learn more about unusual destinations while giving their customers what they want. For example, a consultant may suggest visiting a remote, quiet, romantic island in Greece as an alternative to a similar destination in Venice, which may be crowded and more expensive on the same days.

However, even with this shift there are challenges that need to be addressed. Based on my experience in this space, here are a few things that travel tech companies can consider.

1. Prevention of environmental damage and its operation.

The impact of the tourism industry on the environment is well documented. According to one report, “Tourism accounts for 8 percent to 11 percent of global greenhouse gas emissions. However, the industry is adapting, and with the Glasgow Climate Action Statement in tourism, many operators are making their operations more sustainable. Examples include building eco-friendly hotels, donating a portion of your profits to climate change funds, and more.

Environmental issues such as climate change have a major impact on how travelers choose their destination. According to a recent report by the European Travel Commission, the number of tourists interested in traveling to the Mediterranean countries has decreased by 10 percent from June to November 2023. According to the data collected by my company, the popularity of cold climate areas will increase significantly, and in the period from 2022 to 2023, demand will increase due to the residents of warm states such as California, Georgia and Florida.

On the other hand, with the advent of artificial intelligence, it may be much easier for a property owner or travel agent to create content that claims their property is sustainable. Additionally, as TripAdvisor has found difficult to detect, artificial intelligence is used to create fake reviews that mislead travelers.

I think travel tech companies need to step in to help solve this problem. One positive example is Booking.com, which offers a "sustainable travel" badge designed to promote hotels that meet various criteria. Partners who join the program can choose from 32 different sustainability practices, including using clean energy and supporting local communities.

There are other ways your travel technology company can positively impact the environment. For example, many flight searches already show a sustainability filter that prioritizes flights with low carbon emissions.

2. Use technology to improve human relations and employee support.

People who work in the travel industry, including pilots, hotel staff and flight attendants, do not have significant investment in career development. Although technology takes some responsibility, it is not always reliable. This also applies to travel advisors.

The implications of this resonate even more when you consider that the travel industry was heavily indebted before the pandemic. According to data collected by my company, “69% of travel agents believe that the growth of the travel industry is forcing them to use technology tools in their work. While only 26% of agents say they have trouble implementing new tools and only 16% say technology is driving them out of business, this number is high, especially with the 15% decline in travel professional services rental operations due to intelligence integration. . Artificial

Technological advances have played and will continue to play an important role in automating certain tasks in the industry, such as airline reservations or hotel check-in, but they should not replace the human body. I recommend that tourism workers carefully consider development opportunities to enhance the empathy and problem-solving skills they bring to the job. I believe more progress is needed on this front and travel technology companies need to balance this carefully.

3. Address infrastructure gaps that hinder successful integration of technology tools.

In the tourism industry, infrastructure plays a vital role in ensuring smooth and safe operations. However, one of the problems that many companies (around the world) face is the delay in updating key infrastructure components.

For example, the reconstruction of control centers and other internal infrastructure for airport operations does not require improvements, but it is necessary to take measures to identify and prevent potential threats. If we want to use technology to improve the capabilities of these websites, they must be equipped to seamlessly integrate this technology. Which, unfortunately, does not happen.

For example, the capital needed to meet the needs of airport infrastructure has shown a remarkable growth to 151 billion dollars in the next five years, according to the report of Airports Council International in the United States. Many airports are unable to finance these types of projects.

Outdated service creates discomfort, inconvenience and long waiting time for passengers and tourism stakeholders need to use technology to improve the passenger experience and make it better instead of worse. To achieve this goal, consider working with airport operators, government agencies and airlines to create a more sustainable, efficient and profitable industry that will delight future travelers.

Final thoughts

This technology has the potential to bring significant benefits to the tourism industry, including a greater commitment to sustainability and environmental responsibility, as well as personalization and easy access to new attractive destinations.

As new tools like artificial intelligence continue to advance, I believe we can expect even more growth in the capabilities of travel technology. All stakeholders must work together to realize this potential.

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